RICHMOND, Va. — Following the tragic pedestrian deaths that have occurred since December 2025, the City of Richmond and the Virginia Department of Motor Vehicles (DMV), the Commonwealth’s Highway Safety Office, are taking action with a high-visibility, citywide pedestrian safety campaign urging everyone to “See and Be Seen.”
The multi-platform campaign will run on television, radio, digital platforms, and billboards across the city. Its message is simple, but lifesaving: drivers must slow down and look for people walking, biking, and rolling. The campaign also shares practical tips to help pedestrians in Richmond stay safe, visible, and alert.
“This is a moment for action,” said Mayor Danny Avula. “We are combining education, enforcement, and engineering improvements to protect lives and make our streets safer for everyone. The safety of our neighbors and friends has to be a priority, and we need to do our part, especially when behind the wheel.”
“Seeing and being seen isn’t just a slogan, it’s a lifesaving commitment,” said DMV Commissioner Dr. Gerald F. Lackey, the Governor’s Highway Safety Representative. “When we look out for one another, we prevent crashes, protect families, and build a safer Richmond.”
In addition to the public awareness push, the City has fast-tracked targeted infrastructure upgrades. At 10th Street and Marshall Street, Richmond’s Traffic Signal Shop installed a pilot of new audible pedestrian beacons that provide clear crossing messages and destination guidance for individuals with limited sight. From concept to activation, the project was completed in just 40 days, a testament to the City’s urgency and commitment. If successful, the technology could expand to other high pedestrian traffic areas, prioritizing Richmond’s high-injury network.
The campaign reinforces simple but powerful safety actions:
For Drivers:
- Slow down — especially near crosswalks, schools, parks, and downtown corridors.
- Stop for pedestrians in marked and unmarked crosswalks.
- Look left, right, and left again before turning.
- Eliminate distractions — put the phone away and focus on the road.
- Yield and be patient — a few seconds can save a life.
- Never drive impaired — choose a sober ride every time.
- Take driving seriously — don't forget that driving is a huge responsibility, give it your full attention.
For Pedestrians:
- Use marked crosswalks and obey traffic signals.
- Make eye contact with drivers before stepping into the street.
- Stay alert — avoid walking while distracted by your phone or headphones.
- Be visible at night by wearing bright or reflective clothing.
- Take advantage of pedestrian signals and audible cues at intersections.
The Virginia DMV Highway Safety Office is supporting City initiatives through public education efforts and strategic messaging designed to change behavior and reinforce safe habits behind the wheel and out on the street.
For more information about pedestrian safety resources, visit the City of Richmond’s Vision Zero webpage.